Field trial marketing

It's easy to get started. Start Shopping. Schedule Your Demo. For App Users. Business Solutions. Careers About Us Contact Us.

Press International Service Agreement. Get In Touch. All Rights Reserved. Arrive at the office and greet our teams. We are three weeks away from launching a new nationwide product campaign. So, everybody from sales, marketing, media, communications, and advertising teams are in one room. The product launch will be a big gathering of influencers, customers, brand loyalists - we have booked the Orange Country Convention Center for the event. The meeting is productive as each team acknowledges its roles, and we have consensus on the expected outcome.

Meet with the sales reps who have been churning in good numbers. We discuss the recent prospects who need nurturing with contextual marketing collateral, and I take ownership of that.

We use a marketing collateral management system to exchange notes of which content is resonating with our target audience. The sales guys offer me lunch, which looks tempting, but I don't have time for that. I am driving through Elliottsville to meet a mixed group of partners and resellers. This group needs training on our recently launched product features and key talking points. They tell me that prospects have been dialing them up on a few queries about the product and they want to sort it out asap.

Together, we explore our company's new marketing collateral that can be put to use for their conversations. The partner meeting is done, which is a useful one. It is time to hitch a ride to the Orange Country Convention Center to meet the staff ahead of the event and finalize the stage, banners, danglers, kiosks, and break-out area. The meeting with the event staff goes well, and they have always delivered when it matters.

Arrive back at the office 30 minutes before an all-hands staff meeting. I have just enough time to check email and catch up on the day's events. Field marketing is everything that Confucius said thousands of years ago. It offers prospects and customers a chance to experience a product or a brand in unique ways that are not possible in a straightforward buyer-seller relationship. On the other hand, it gives field marketers the ability to find out how prospects and customers customer might engage with the brand.

Together, it enables a one-on-one dialogue between the customer and brand ambassador while experiencing a product or a brand or a service. What is Field Marketing? Benefits Of Field Marketing Field marketers are highly trained to match the needs of the target audience and are fully aware of their business and brand values. Here are the most significant field marketing benefits that every company could experience: Improves Brand Perception Field marketing enables brands to interact directly with their target audience and allows them to experience the brand first-hand.

Handles Cynical Customers Customer cynicism is real. Augments the Sales Effort Sales reps have their hands full by attending to qualified leads that the marketing teams get into the sales funnel. Enhances Customer Relationships Field marketing helps provide a consistent customer experience wherever and whenever the customer touches the brand. Accurate Targeting Field marketing activities include sales promotions, onboarding, nurturing, sampling, demonstration, experiential marketing, organizing events, roadshows, and conferences.

Explaining Field Marketing Activities Field marketing activities include five major disciplines that we have explained below: Sales Highly trained sales staff find, understand, and hold dialogue with the target audience intending to sell. Merchandising Merchandising is the positioning of marketing material such as posters, shelf barkers in a retail environment.

Merchandising in field marketing also encompasses: Developing a relationship and rapport with the retailer. Ensuring that products are well stocked, captivatingly displayed, and vigorously promoted. Measuring and evaluating the performance of the brand within the retail outlet. Auditing Auditing is the recording of information about the position of a brand in the marketplace. Experiential Marketing, Events, and Roadshows DMA defines Experiential Marketing as: ' A live and interactive marketing discipline, which builds positive emotional, sensory engagement between a brand and its consumers.

Field Marketing vs. Digital Marketing Field marketing and digital marketing are different disciplines. Sounds complicated? Let us break it down. Digital Media - Digital media includes email, messaging, apps, internet, and intranet. Digital Devices - Mobiles, tablets, laptops, desktops, television, and gaming devices. Point of Communication Field marketing takes place at Point-of-Sale, during events, conferences, exhibitions, etc.

Mode of Communication Field marketing is done face-to-face with customers such as freebies, handouts, etc. Occurs using digital means such as internet, television, etc. Audience Reach Limited reach.

Wider reach with the targeted audience. Applicable to all kinds of industries and businesses. Personnel Training Field marketing requires staff training. Cost Expensive. Not expensive, executable using the internet and a device. Results Can take time — days, weeks, or even months to take effect. Real-time, such as clicks, signups, purchases, and conversions. Viral Limited to the target audience at point-of-contact. Videos, pictures, tweets, etc. Best Field Marketing Event Ideas In this section, let us look into a few field B2B marketing event ideas that you can use at your organization: Face-to-face Customer Meetings Field marketers can work with the sales and customer support teams to set up in-person meetings to guide customers through their buyer's journey or understand their challenges.

Roadshows Roadshows are splendid opportunities for lead generation and brand promotion. Webinars Field marketers can participate in webinars to demonstrate how a product works.

Fireside Chats Fireside chats originated during President Franklin D Roosevelt's time when he addressed American citizens on a series of national topics over the radio. This is where marketing can help, in the form of a product trial or as its more widely known, a market test.

Market research is the critical element of the process as it advises the direction of your entire trial and future direction. It informs on your target customer, how your product should be positioned, what your target audience need and value and how you can position your offering in a way that will resonate with potential customers.

Furthermore, it will identify your sales strategy — direct or distribution model? Where should you distribute your product and through which distribution channels? Would your target audience rather buy your product online, or direct? Your research will also illustrate the importance of your pricing model.

How should you price your product? Will they find the product too expensive or perceive it too cheap based on the quality expected? What kind of adjustments can you make in order to fit their perceived price point? Remember your testing the market and that includes testing your marketing.

Unless these trials are not part of a regulatory package, good experimental practice and thorough documentation and communication with the sponsor are required to select the right candidate for further development. Once a product is ready for launch to the market, the comparative assessment with competitor products is vital for introduction to farmers and further stakeholders.